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It's been a hot summer for the practice of PR, from ex-con
Martha Stewart's "Comeback Image Campaign" to ex-rebel
Mick Jagger's "George Bush Damage Control."
But the summer's three most significant PR conundrums have
yet to be resolved. Each involves sensitive elements of public
opinion and complex strategies to win over public support.
Here's how the three have evolved thus far and how each
is likely to be concluded in the months ahead.
1) Here Comes the Teflon Judge.
As the usual lefty suspects from People for the American
Way to the Alliance for Justice (the whaaaaaaat?) mass to
oppose the nomination of Supreme Court nominee John Roberts,
the judge's supporters respond with a two-word refrain.
"Good luck."
Or, stated another two-word way, "fat chance."
Since the President nominated him, Roberts has done virtually
everything right. Where failed former nominee Robert Bork
snarled when attacked and barely successful former nominee
Clarence Thomas whined when maligned, Judge Roberts has been
cool as a cucumber.
In particular, his public relations strategy has been picture
perfect.
- As soon as he was nominated, he headed straight to the
lion's den to visit all his enemies - Chucky Schumer, Teddy
Kennedy, and all the other spoil sports ready to pounce
on him.
- Last week, when the Democrats' fangless attack dog Patrick
Leahy labeled Roberts' elusive writings as "intent
on reversing decades of policies on civil right, voting
right, women's right, privacy, and access to justice,"
the judge didn't so much as acknowledge the senator's yammering.
- Meanwhile, whenever the paparazzi snap his photo, Judge
Roberts perpetually flashes the grin of a winner. Which
he is certain soon to be.
PR Prediction:
Judge Roberts is a shoe-in to be the next Supreme Court justice.
Self-respecting liberals should save their powder for the
President's next nominee, who, trust me, will be way more
ideologically conservative, not to mention controversial.
2) T.O. Becoming a Turn Off.
With apologies to Randy Moss, Terrell Owens is the best pass
catcher in the National Football League. With further apologies
to Randy Moss, Owens is also the NFL's most obnoxious player.
T.O. and his agent, the notorious Drew Rosenhaus, are the
most despised duo this side of Bin Laden and Zarkawi.
On his agent's Texas Hold 'Em advice, Owens got himself booted
from Philadelphia Eagles' training camp two weeks ago, primarily
because the team refused to renegotiate his seven-year, $49
million contract. Rosenhaus gambled that for the best receiver
in the league, the Eagles would fold like the Giants' secondary.
Guess again.
Philly held its ground, and last week, the damaged split
end returned to camp, suffering a serious shortfall in positive
PR.
- First, Terrible Terrell bad mouthed beloved and unyielding
Eagles Coach Andy Reid.
- Then he characterized even more beloved Eagles quarterback
Donavan McNabb as a "hypocrite."
- Predictably, some of the fans who greeted the returning
hero upon his return to camp did so with signs that read,
"T.O. Has Got to Go."
Not to fear. The unchastened Owens directed a typically-modest
message to the fans on his website, which read, "Terrell
plans to reward you with a season for the ages. Where small
men succumb, great men overcome!"
They also --- if they aren't careful about alienating the
public - risk getting traded or worse.
Mega-arrogant agent Rosenhaus would be wise to advise his
wayward client to cool it before he pushes Reid and the Eagles
to the point of no return.
PR Prediction:
Before training camp breaks, Owens will make the following
vow to the world: "I have decided to no longer be a disruptive
force to the team and, after the season, in return for what
will be for me a super star season, I will look for the Eagles
to 'do what's right' with my contract."
3) Stuck in His Craw-ford.
It hasn't exactly been the swellest vacation month for President
Bush.
He has literally been held hostage by the media for not granting
an audience to Cindy Sheehan, the aggrieved mother who pitched
camp in Crawford right outside the President's Texas ranch.
By now, the arguments for and against Sheehan are well known.
- On the one hand, say her critics, she is a half-loony,
foul-mouthed, anti-Bush militant, who is being financed
and promoted by Moveon.org and its PR arm, Fenton Communications.
- On the other hand, Mrs. Sheehan's only son, Casey, was
shot dead at the age of 24, five days after he arrived in
Iraq, to fight an increasingly-unpopular war.
While the right wing has leapt to Bush's defense and ever-so-gingerly
begun to trash Mrs. Sheehan, her friends and motives -- the
President is clearly losing PR ground. [Sheehan returned with
her sister to California on Aug. 19 to tend to her ailing
mother. She promised to return to Crawford, if she can.]
At this point, Mrs. Sheehan's crusade is a Catch 22 for Bush.
He can't possibly meet with her and open the door to all the
other grieving mothers who crave a "second chance"
to question the commander-in-chief. Nor can he afford to end
his vacation early -- which would effectively cut off Mrs.
Sheehan's media access -- because returning early to Washington
would be a sign of Presidential concern and capitulation.
So the President has no choice now but to accept his new
"neighbors" -- for worse or worse.
PR Prediction:
Whatever one feels about Cindy Sheehan or those backing her,
one thing is indisputable: Mrs. Sheehan has successfully become
the "face" of the opposition to the Iraq war. In
the process, she has materially damaged the President and
the war effort.
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